我国互联网保险公司场景营销策略研究  

Research on Contextual Marketing of Internet Insurance Companies in China

作　　者：冉雪娅 RAN Yue-ya(School of Management,Hefei College of Finance and Economics,Hefei Anhui 230601,China)

机构地区：[1]合肥财经职业学院管理学院,安徽合肥230601

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2021年第6期70-73,共4页Journal of Qiqihar University(Philosophy & Social Science Edition)

摘　　要：挖掘消费者保险需求,通过场景营销扩大业务规模和品牌影响力显得日益重要。以4P营销组合理论为分析框架,分析了我国互联网保险公司开展场景营销的现状及其存在的问题,进而从注重场景类产品的优化与创新、建立科学的定价和风控机制、选择合适的场景营销渠道,以及加强流量向消费需求的转化四方面提出了优化互联网保险公司场景营销的建议。It is increasingly important to tap consumer insurance needs and expand business scale and brand influence through scenario marketing.Using the 4 P marketing mix theory as the analytical framework,this paper analyzes the status quo and existing problems of scenario marketing carried out by Internet insurance companies in China,and then puts forward suggestions for optimizing the scenario marketing of Internet insurance companies from four aspects:focusing on the optimization and innovation of scenario products,establishing scientific pricing and risk control mechanisms,selecting appropriate scenario marketing channels,and strengthening the conversion of traffic to consumer demand.

关 键 词：场景营销 互联网保险 营销组合理论 

分 类 号：F842.4[经济管理—保险]